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Sears (via their social platform, Shop Your Way) sent me this email over the winter, and on a snowy day at that. I couldn’t help but smile. They are obviously using some personalization tech — but rather than use some invasive-feeling detail scraped from a social network (“Saw you checking into a bar at 2AM, last night. Want to buy some coffee?”), they are using my geolocation and the weather report to remind me that I might need snow gear.

I thought it was cool, and I’m sure a few people who got this were like “Oh shoot, I totally need a snowblower.”

We all know people who get super into the holidays. Singing, ugly sweaters, lights everywhere, the whole deal. Don’t abide them, ASOSsinate them!

This could have been a really cool social media campaign where we’re all so busy asossinating each other, that the twitters and the bookfaces are lit up with updates, jokes, and content. Meanwhile Asos would laugh all the way to the bank.

Instead, all I got was the picture below (at the end of a rather entertaining video).